Most agency owners waste sales calls by talking too much or trying to close too fast. We flipped that script with a 30-minute framework that builds trust, shows value upfront, and keeps prospects coming back when they’re ready. This guide breaks down exactly what to say in each part of the call, the questions that unlock real pain points, and the light-touch follow-up that turns cold contacts into long-term clients.
Table of Contents
Why this 30-minute call works
We want to build trust, not force a sale. The call gives a business owner something useful right away: a clean directory listing review and clear next steps. When we do that and then ask good questions, the owner often decides to work with us later. Sometimes they buy during the call. Most times they come back after a few days, weeks, or months. That is fine. Our job is to stay helpful and stay in touch.
How long is the first call?
Most first calls run about 30 minutes. That is our average. If the business owner likes to talk, the call can run longer. If the call is short or the owner is not interested, it can be 10–15 minutes.
We use a simple split: roughly 10 minutes to review the directory listing and 20 minutes to talk about the issues we found and what to do next. We do not push for a hard close. We offer choices and ask permission to follow up. That approach brings better long-term results.
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What we cover in the first 10 minutes: Directory listing review
- Check the basics: name, address, phone, and business hours.
- Look for missing photos, missing services, or inconsistent info across sites.
- Note review scores and any recent negative feedback.
- Capture what we find in our CRM so we can see it during the call.
Our assistant publishes the directory listing and leaves notes in the contact record. We open that record during the call. This keeps the chat focused and professional. The business owner sees we have done work already. That builds trust fast.
What we do in the next 20 minutes: Diagnose and offer low-cost fixes
We follow two simple sales frameworks: problem-agitate-solution and SPIN selling. We name the problem. We show why it matters. Then we offer small, low-cost solutions the owner can start with.
Our typical front-end services are:
- Local lead generation sites (LLG sites)
- Google Business Profile basic SEO and management
- Review reactivation and review management (includes email/text campaigns)
- Answering service for lead management (for clients who already have leads)
We do not promise instant fixes. Instead, we suggest step-by-step actions and price them clearly. For some items we use low monthly offers like a $99/month starter plan. The low price makes it easy for owners to say yes later.
How we ask questions: Let them talk
We use SPIN: situation, problem, implication, need payoff. The trick is to ask a question and then shut up. Let the owner talk. When they describe their pain, they often tell us why they need help.
Here are sample questions we ask:
- How many leads do you get each week or month?
- What happens from the moment a lead calls to when someone answers?
- How fast do you usually return missed calls?
- Are you losing jobs because of phone or review issues?
- If you could change one thing about your online presence, what would it be?
Ask one question at a time. Then listen. The more they talk, the more they convince themselves they need help. That is the whole point.
How we present solutions without pressure
We name a problem, explain one real consequence, and then offer a low-cost next step. We never say “this will fix everything.” We say “this will help start to address the problem.” That wording is honest and it reduces resistance.
At the start of the call we say something like:
“I’m going to show you what we found and suggest a few low-cost options to start fixing things. I won’t hard close you. If it makes sense, great. If not, the door is always open.”
That line sets the tone. Owners relax. They feel heard. They are more likely to come back when they are ready.
Follow-up: Ask permission and keep it light
At the end of the call we ask permission to follow up. We say:
“Is it okay if I send you a couple of emails over the next few days with what we discussed? Each email will have a link to schedule another call or to purchase the service.”
They usually say yes. Then we send a short email sequence with links and a clear call to action. We include a scheduling link and a checkout link. We do not pressure. We do not stalk. We provide options.
The long game: Why patience wins
Time and circumstance change. People buy when they are ready. If we are helpful and leave the door open, they call us back. We have many clients who signed months or years after the first call. One example shows why patience pays off.
Client story: The tree contractor
We had a tree contractor on Pine Island who used our services. A big hurricane hit his area and destroyed many homes. He had to cancel services because he was swamped with emergency cleanup. We kept his SEO running for six months for free while he recovered. The work we did was light but it kept his online presence healthy.
Later, he reached out to sell the business. He asked if we could help. We already had his contact list and reports in our system. We built a sales landing page and sent two emails to his list. The business sold. After the sale, the old owner called to ask if we could help the new owner. Because we built goodwill when he was in trouble, we were the first people he thought of.
That story shows two things: first, it pays to be kind when clients have problems. Second, records and notes in the CRM let us move fast when an opportunity appears.
Scripts and short templates
Use these short scripts in your calls and emails.
Call opener
“Thanks for taking the time. I reviewed your directory listing before the call. I’ll share what we found, ask a few quick questions about how you handle leads, and suggest a couple of low-cost options. I won’t try to hard close you. Sound fair?”
Mid-call transition to solutions
“Here are three low-cost things you can do to start fixing this. If you want, we can set up a small plan today. If not, I’ll follow up by email and we can talk again.”
Follow-up email template
- Quick reminder of the call and the top issues.
- One recommended action and price (or free offer).
- Link to schedule a call and a checkout link.
- Short close: “If you have questions, schedule a quick call.”
How we track everything
We keep notes in our CRM right after the directory listing is published. Our assistant writes down the issues she found. We open those notes during the call. This keeps us focused and shows the owner we did homework. It also lets us reuse the data later for reports, email blasts, or a sales page.
What to do if the call is short or awkward
- If they are not interested, be polite and quick. Say thanks and ask if you can email a short summary. Ask permission to follow up later.
- If they talk a lot, let them. Use a few questions to steer the chat and then offer a small next step.
- If they get defensive, remain calm. Repeat the goal of the call: to point out small ways to improve leads and phone handling.
Practical tips to make the system work
- Publish the directory listing before the call so you can show work done.
- Record notes in the CRM and open them live during the call.
- Use short, clear pricing for starter plans.
- Always ask, “Is it okay if I send a couple of follow-up emails?”
- Ask one question, then shut up and listen.
FAQ
How long should the first call be?
About 30 minutes is our average. Some are shorter (10–15 minutes). Some go longer if the owner wants to chat.
What do we cover in the first 10 minutes?
We review the directory listing for basics like NAP (name, address, phone), hours, photos, services, and recent reviews.
When do we try to close the sale?
We do not push for a hard close. If the owner is ready, we send a checkout link during the call. If not, we ask permission to follow up by email.
What questions move the sale forward?
Ask about lead volume, lead handling, call return times, and if they are losing work to poor reviews or missing info. Let them talk and they will reveal the need.
How soon do people sign up after the call?
It varies. Some sign up during the call. Many sign up in days, weeks, or months. Our approach focuses on building a relationship so they call us when they are ready.
Should we offer free work?
We sometimes help for free in special cases, like a natural disaster, because it builds long-term goodwill. Do this only when it makes sense and you can afford it.
How do we keep contact data?
We keep everything in our CRM. The assistant adds notes after creating the directory listing. We use those notes during the call and later for follow-up or email campaigns.
Conclusion
This 30-minute sales call framework is simple and repeatable. We prepare by publishing a directory listing and adding notes. We spend about 10 minutes on the listing and 20 minutes on questions and low-cost solutions. We listen more than we talk. We do not hard close. We ask permission to follow up by email. We track everything in the CRM. Over time, that repeatable, polite approach wins more long-term clients than pushy tactics.
If we stay helpful, keep notes, and ask one clear question at a time, business owners will think of us when they are ready. Patience and good communication pay off.